The author is a Forbes contributor. The opinions expressed are those of the writer.

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When I look at the companies that are reaping the benefits from giving customers the benefit of the doubt, and then serving them well, I see companies that “just fix it.” They just get it done. For example, now more companies are using Instagram and customers are trying to talk to companies in the comments section. Instagram is not ideal for customer service—there’s no way to direct message someone easily like on or . But great companies are figuring out ways to work within that environment anyway. They listen and when something comes up they “just fix it.”

As a customer how many times have you heard the following: "No. It’s not possible." "No. It’s our policy"? These are common excuses you get in most customer service environments. Most of our companies are filled with them—excuses.

But if a salesperson is working to close a deal on the other hand, and a prospect has a request, often the boss will say, ok just do it. In other words, “just appease them.” But why is it that still with all the knowledge we have about how valuable customer relationships are do we only have this attitude in sales?

Great companies that are leading the way on social media have an attitude of possibility and openness. When they look at social media they don’t see limits to how they interact with the customer. They don’t worry about "losing control." As we move into 2016 my advice to you for your customers is “just fix it.”

Here are three examples of how companies in the recent past just fixed it.

Brooks Brothers

Brooks Brothers does a great job of not only maintaining their brand voice on Twitter, but they understand sometimes you’ve got to get it done, and fast. They actually want to do more. An example of that is over the holidays you could see @BrooksBrothers on Twitter replying to everyone that even checked in at their stores. They ask, “How did you enjoy your visit with us today?" Most companies would rather watch paint dry than actually ask customers if there is something the brand can help them with. Not Brooks Brothers—they understand how powerful customer service is in the pursuit of building long-term loyal relationships with customers.